Bazooka Joe and Poochie

November 28, 2008 - 1:12 PM by Harry · 1 Comment
Filed under: Business, Food, History and Culture, Israeliness, Pop Culture

Bazooka bubblegum might not have represented a revolution in chewable candy back when the product line was launched over 50 years ago, but the brand’s use of mini-comics as an added-value piggybacking promotion was a stroke of genius. The Topps baseball card publisher hired comics pioneer Wesley Morse to develop “Bazooka Joe and his Gang,” an enduring and endearing ensemble of characters that has included the turtlenecked Mort, canine companion Walkie Talkie, Jane the love interest, Hungry Herman and Toughie (a complete and illustrated chronology of the development of these characters over a half-century is enumerated here).

Joe’s cheeky adventures and one-liners have hit it big in Israeli consumerist pop culture over the years as well, thanks to a licensing deal through huge food maker Strauss-Elite, the Israeli spin-off even enjoying success as an export back to the US thanks to its kosher certification.

The quest to keep Joe relevant has been an ongoing and international process, with baggier jeans added to the character’s wardrobe in the grunge- and hip-hop-loving Nineties and new plans to even get Barack Obama involved in Topps-marketed products.

Here in Israel, a marketing campaign costing NIS 2 million is underway to cast a new character to join the Gang, as YNet’s Hebrew website has recently reported. Young Israeli chewing gum aficionados are encouraged to pitch their ideas to the Strauss-Elite decision-makers via homemade production videos, with the winner to be unveiled some time in January.

YNet quoted Elite-Strauss marketing executive Gali Shabad with words of praise on the campaign, which she claims “connects the general public to a cultural icon that we all grew up with, through the use of an interactive marketing platform” (translation ours).

Hopefully the new Israeli Gang-member will enjoy enduring longevity – unlike our beloved Poochie, may he rest in peace.

Share with others